Recruiting Intelligence

Increased demand for online learning is forcing institutions to rethink their approach to programming. 

You likely read that line in a news article a decade ago. But it is news once again. 

Consider this: 69% of chief online learning officers (COLOs) surveyed this year reported prioritizing online versions of on-campus courses, and 65% said they are prioritizing online equivalents of degree programs.  

These significant stats unveiled in the Changing Landscape of Online Education (CHLOE) report, CHLOE 9: Strategy Shift: Institutions Respond to Sustained Online Demand, produced by Quality Matters, Eduventures, and Educause, reveal just how far our industry has come.  

For the past decade, a common hesitation among campus leaders resisting change was the legit and long-held idea that online courses of on-campus offerings risk cannibalizing campus student enrollments. That concern has given way to the notion that these virtual programs may instead attract new audiences. Have we achieved win, win?  

And what of the potential for Online Program Managers (OPMs) in all of this? 

Opportunities to Meet the Intead Team  
- NAFSA Region XI, Hartford, Connecticut, Oct. 27-29, 2024
- PIE Live North America, Boston, MA, Nov. 19-20, 2024
- AIRC, Seattle-Bellevue, Washington, Dec. 4-7 -- including our pre-conference global marketing workshop. A full day of Intead global intel (lunch included ; -). Details here. 

Bookmark this: Intead’s Resource Center 
Access 800+ articles, slides decks, reports with relevant content on any topic important to enrollment management and student recruiting.  Check it out.

It’s obvious that the pandemic dramatically accelerated online edu investment. Now, a few semesters past its throes, demand for online learning remains high, particularly from students – though more faculty appreciate it, too. And obviously, institution leaders are paying attention. Thankfully the mood is also shifting from emergency response to long-term sustainability, hastening more meaningful cross-campus discussions on implementation, support, and strategy.  

The CHLOE 9 report adds depth to the conversations we’re all having about online education: investment priorities, pricing approaches, points of friction, third-party services (oh, those OPMS!), and a handful of other key topics worth consideration. Not least among them: Are the participants (faculty and students) simply phoning it in? In other words, does the convenience of remote learning still achieve the desired learning outcomes? 

And for you, what impact does this report have on your recruitment strategy? Read on…  

Our new Know Your Neighborhood (KYN) 2024 Student Sentiment Analysis is a follow-on report to our previous US election research published in June. This one provides the nuance behind the stats. And yes, there’s a clear Trump factor with some choice words shared in the student comments.  

Available today, this new research adds depth to our KYN 2024 report issued in partnership with global study choice platform Studyportals. That initial data set was all about factors influencing international students’ decisions to study abroad, including the effect of the US presidential election (Biden vs. Trump at the time). If you missed that phase 1 research, download it for free here. 

Today’s data set, also produced in partnership with our colleagues at Studyportals, presents new findings by looking at the sentiment behind the survey responses. This report adds even more to our findings with results from a new 4-question survey regarding Harris v. Trump (per shift in Democrat ticket). The Harris v. Trump survey, which ran Aug. 12, 2024 – Sept. 9, 2024, was accessible as a banner ad on Studyportals’ website, resulting in 1,028 responses.   

Opportunities to Meet the Intead Team  
- NAFSA Region XI, Hartford, Connecticut, Oct. 27-29, 2024
- PIE Live North America, Boston, MA, Nov. 19-20, 2024
- AIRC, Seattle-Bellevue, Washington, Dec. 4-7 -- including our pre-conference global marketing workshop. A full day of Intead global intel (lunch included ; -). Details here. 

Bookmark this: Intead’s Resource Center 
Access 800+ articles, slides decks, reports with relevant content on any topic important to enrollment management and student recruiting.  Check it out.

As you well know, the international student market is a competitive one. The universities that succeed are those that truly understand the consumer in each student segment. So, yes, while the KYN 2024 follow-on report is an interesting read, it also gives insight into the mindset of the international students you’re trying to recruit now. In other words, there’s something to be learned here.  

Read on to download the free report… 

2023 ushered in some much-needed numbers. Enrollment rose among undergraduate (+2.1%) and graduate (+0.7%) students. And while freshmen enrollment trended downward (-3.6%), interest in shorter-term credentials was on the rise (+9.9%). All this per National Student Clearinghouse figures. 

Likewise, IIE Open Doors data showed a 12% increase of incoming international students in 2022-23. And the more up-to-date SEVIS data indicated 2023 fall enrollment maintained this welcomed momentum. All good news in aggregate. As we parse all these data sets, there are interesting findings and nuanced opportunities to be sure. 

Yet, all news was not good. The chaos of the world at large continued to make its way onto campuses across the nation. Safety continues to be a growing concern, and your prospective students and their families are unsure what to make of it. More admissions inquiries shift from campus life to safety and mental health support services. Also important to note: social justice activities influence an increasing number of applicants. 

In the midst of it all, we do our best to use this blog to weigh in on topics that matter to enrollment teams like yours. So, it’s always interesting for us to look back and see which posts were your faves for most valuable content from the year. There are always a few surprises. 

In 2023, there was a ton of interest in all things internationalization – especially around how student activity in India and China is changing. But that’s not all.

We were told our posts on student career prep, social media trends, and budgeting framework were also really helpful. So, with that, we share our top 10 posts from 2023, as chosen by you, our readers. Plus our staff pick for the most valuable post of 2023. If you missed any of these top pieces, you’ll want to read on…  

As an education professional, you know deeply the power of a knowledgeable guide to expand your mind, challenge your beliefs, and push you to new heights.

Whether this guide takes the form of a favorite professor, dean, mentor, colleague (or a favorite blog), even the most experienced leaders among us can benefit from a little outside perspective and wisdom from time to time (read: always).

For Intead, that source of wisdom is our recently expanded Intead Research Advisory Board, a veritable who’s who of education industry leaders who guide our student recruitment and enrollment research on both domestic and international approaches.  

Don’t worry, we’re not just here today to sing their praises (although we could do that all day) or talk about how they help us look smart (although they do). ;)

The truth is, the Intead Research Advisory Board isn’t really for Intead. They’re here to serve you. With their expertise, we are able to provide you with fresh and deeply knowledgeable perspectives and new research and insights on topics that drive our industry and your institution forward. We’re ever grateful for their valuable work.

Read on to learn more about this powerful line-up, how their wealth of experience can help to power your institution, and the market intelligence we are working on and presenting soon.

We can’t dive into our digital marketing insights this week without first acknowledging where we are right now here in the US. As human beings, we share an acute craving for security. Such a strong desire for a return to “normal”.

This desire for safety cannot stand in the way of our need for change. We, as a community, stand for diversity of thought, culture, and expression. We stand for academic exploration and shared knowledge.

Our team brings the fortitude and commitment to stand day after day and stare straight ahead. We will continue to embrace opportunities to be in this community together, with each other and for each other.

Remember where to look when you need support and encouragement. Courage grows with numbers. We will be here, standing up for our shared ideals for as long as we are able.

And with that weighty and heartfelt commitment to all of you, we will turn to the business of the day with a much lighter tone—

We don’t usually endorse cheating off your neighbor’s paper, but today, we’re making an exception in the spirit of moving us all forward.

We’re excited to share this work with you: actual digital marketing campaign results from a campaign we recently ran for a US institution targeting international student prospects in Colombia and South Africa. We’re offering you a case study with real, granular detail straight from our marketing dashboards to help you answer digital marketing’s most common questions:

• Am I doing this right?
• What should I measure?
• What does success look like?

Read on for a case study snapshot and to download the full version for yourself. We’re talking real performance data here, including top performing creative assets, actual CPC, CPM, and conversion data, and more.

How well can you talk about you?

Quick! Give us your institution’s elevator pitch! Easy, right?

What if the other person in the elevator is a 28-year-old from Milwaukee? Now a 17-year-old from Miami. Now you’re in an elevator in Shanghai. How about Mumbai? Ho Chi Minh City? Bogotá?

If you’re an admissions rep covering one of these places, chances are you’re well-practiced at spinning up your strongest differentiators for your given audience. But for enrollment marketing staff and administrators looking at the big picture, understanding each of your target markets gets a little harder. We know, that whole “only-24-hours-in-a-day” thing makes it difficult to keep up with the entire global student population.

A little thing called COVID-19 hasn’t made things any easier for those of us in enrollment marketing. Your institution’s value, and how you deliver that value to your students, has changed. What your students, both domestic and international, want, has changed. Maybe just for the foreseeable future. Maybe for much, much longer.

Loyal readers of this blog (and Intead clients) know this: the most effective messaging is targeted messaging. Without a deep and nuanced understanding of your institution’s unique value proposition and which elements of that proposition speak to your segmented target markets, you are missing significant student recruitment opportunities. In fact, some of your marketing efforts are likely a complete waste of time and money. And if you don’t believe us, an analysis of the ROI on your digital ads will speak for itself…

Your institution’s journey to effective messaging begins and ends with an understanding of who you are.

Now before you spiral into an existential crisis, remember: as enrollment marketers, we’ve been leading these journeys of self-discovery for a long time. Read on for (some) of our secrets to understanding and communicating your value, no Eat Pray Love required.

Listening to a radio interview this past weekend, I heard a fantastic analogy from a recording artist describing why she collaborated with others on her most recent album:

When you go to the playground and bounce the ball off the wall by yourself, you know how it will bounce back to you.

Collaborating with other talented people produces more than you can produce by yourself. And it often produces the unexpected bounce that takes your project to the next level. Today we will look at a digital marketing case study for a campaign we ran in India, Brazil, and the U.S.

This is our second post in our enrollment management series addressing the question of how much of a media budget do you need to succeed with your digital student recruitment campaigns?

The answer: Benchmarks are the signposts to improvement and success. When you run campaigns, you capture the data that tells you how to improve. Collaborate with us and we will help you get the desired campaign bounce (not bounce rate – that’s something entirely different ; -)

We are providing our community with case studies offering a level of detail you simply do not find out there. We look at case studies offered up on other websites and often we are perplexed by what their definition of “case study” is. What we are providing: actual campaign results to help you know if you are doing things right.

Our recent enrollment marketing campaigns for a range of institutions have targeted student audiences in Kenya, South Africa, Ecuador, Colombia, Brazil, Italy, France, India, and of course, the US. Campaigns on the horizon will target recruitment stalwarts: China, India, and South Korea as well as Australia and Canada.

Pro tip: you’ll want to share these posts with your team. Better yet, get them to subscribe to our blog.

And here is a link to last week’s Intead Blog and Case Study about Kenya and Ecuador in case you missed it.

Read on for perspective on the talent and budget needed to make your next digital student recruitment campaign even more successful.

How much of a media budget do you need to succeed with your digital student recruitment campaigns?

The answer: Benchmarks are the signposts to improvement and success. When you run campaigns, you capture the data that tells you how to improve.

For the next few weeks in this enrollment management series, the Intead team will share what marketing agencies rarely, if ever, share publicly: real campaign results to help you know if you are doing things right.

Just looking at some of our recent enrollment marketing campaigns for a range of institutions, we have targeted student audiences in Kenya, South Africa, Ecuador, Colombia, Brazil, Italy, France, India, and of course, the U.S. More campaigns on the horizon will target recruitment stalwarts: China, India, and South Korea as well as Australia and Canada.

Do you see any of your target audiences in this set? Thought so.

Pro tip: you’ll want to share these posts with your team. Better yet, get them to subscribe to our blog.

Read on for perspective on setting leadership’s expectations for future success, what to throw into a campaign (talent and budgets), and the real, detailed benchmarks to measure your performance. Yes, all of that (but you have to read to the end to get it ; -)

What are your students willing to pay for an online education?

Here is what you are really after: given your brand reputation, the demographics of your student cohort and the potential to create a new service delivery model, what should you offer and how much should you charge for it?

Let’s get that answered!

Our primary message: custom research into what your student cohort is willing to pay for your brand on campus or online is invaluable. An important part of innovation is the upfront market research that points your team in the right direction.

Below we review some new pricing research that offers insights and a conceptual approach to getting this type of data for your institution.

The context: During a high school Zoom graduation ceremony we watched this past week (my niece got her paper!), the valedictorian shared the experience of his last day in high school in March this year – a day like any other, except that at the end of it, the principal quite suddenly told everyone there would be no school the next day. A mundane day that suddenly marked the end of all he had worked for. No celebration, no Senior Week pranks, no high fives, just, head home and, as it turned out, don’t return.

His comment at the close of his valedictorian graduation speech: Don’t ever doubt that the world can change in an instant.

Across the globe, students and institutions shared that experience. How will all those valedictorians and all their friends make decisions going forward. College? Job? Remote learning and a job?

Read on for pricing research perspective to get you thinking.

And watch this space over the next few weeks as we dive into the doing that is prompted by the thinking. We’ll be sharing detailed case studies of some of the successful digital marketing work we’ve been doing for a variety of institutions around the world.

Yes, even during a pandemic, especially during a pandemic, digital marketing will connect you with your target audiences. We will show you how and give you benchmarks to help you evaluate how you are doing.

Intead’s Research Advisory Board has been guiding our latest work to help inform you of your next student recruiting moves. You can thank them as you pass them in the Nafsa convention hall this week. Meet them HERE.

The data, the infographics, the student insights…so much to consider, evaluate. Our ultimate goal: figure out how it all informs the marketing and recruiting plans of our clients.

I was just in New York City with Unibuddy (Nafsa booth 433) for their well-attended mini-summit. This peer-to-peer student conversation platform is really taking off and proving itself valuable as a recruiting tool. In the coming weeks, we will be releasing a report on our findings from an analysis of 200,000 student conversations. Great insights about powerful messaging by region.

For those of you here at Nafsa this week, I’ll be presenting alongside Hillary Dostal from Northeastern University at 2:30 on Wed, 5/29 in WCC Room 207A. Seen the promo video? It will bring you a smile in just 45 seconds…

Below, we share our insights on what kind of market research we think is most valuable at this point in global recruiting, given all of the many headwinds impacting our work. Intead Plus members have access to all of it.

With budget cycles coming to a close for 2019 and just firing up for 2020, now might be a good time to consider the value of the investment in Intead Plus.

[Read on…]